Pengaruh Kualitas Layanan, Kepercayaan Pelanggan, Citra Merek Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Online Pada Pelanggan Shopee Di Surabaya

This study aims to examine the effect of service quality, customer trust, brand image and electronic word of mouth on online purchasing decisions for Shopee customers in Surabaya. The sample of this study consisted of 200 respondents from the Surabaya community, where respondents were selected by purposive sampling. The characteristics of the respondents are Shopee customers, living in Surabaya, the age of the respondents is 17-50 years. Analysis using Structural Equation Modeling on Partial Least Square (PLS). The results showed that Service Quality, Customer Trust, Brand Image and Electronic Word Of Mouth had a significant positive effect on Online Purchase Decisions for Shopee customers in Surabaya. Keywords: Service Quality, Customer Trust, Brand Image and Electronic Word Of Mouth Purchase Decision